Análise do comportamento do consumidor: um estudo sobre reclamações no site reclame aqui no segmento de moda e acessórios

Abstract

Companies are always seeking the best position in the market, surpassing their competitors, improving their business and focusing on all opportunities for improvement and evolution. E-commerce is experiencing rapid growth, becoming a major competitive advantage for companies, with the convenience of selling online. This tool offers both advantages and disadvantages for companies and consumers, such as security at the time of purchase. Therefore, this study highlights the main aspects that affect the behavior of virtual consumers, making them more critical and demanding, causing companies to seek satisfaction through their behaviors and decisions, ensuring survival in the online market.